The art of crafting stylish ad copy requires a blend of practice, patience, and preparation. While I can't provide the practice or patience, I can certainly guide you in your preparation. This involves creating a "Product Vocabulary List", a crucial tool in the ad copywriting process.
You might be wondering, "What exactly is a Product Vocabulary List?" Essentially, it's the foundation of your ad copy. When you're gearing up to write new advertising copy, start by creating this list, which is actually divided into four separate lists.
These lists should include:
Jot down everything that comes to mind. A lot of this material will be gathered while you're creating, devising, and defining your Advertising Strategies. Once you start using these lists regularly, you'll wonder how you ever managed without them.
What's a theme? A theme is essentially the "Punch Line" of your ad copy. It could be conveyed through written, visual, or oral means. It's the direction you want your copy to take. Themes are prevalent in banner advertising, but they're used in almost every form of Advertising. Most successful advertising campaigns have compelling themes. An advertising theme should focus on one point and be memorable. The theme will guide you in capturing their attention and determining the thought they'll leave with. The goal is to embed a thought in their mind. Whether it's a single word or a slogan, ensure they don't leave without that thought planted in their mind.
When choosing the theme for your ad, start with one. Examine it, re-examine it, and find as many different ways to use this theme as possible. Turn it inside out and upside down. Play with each new idea or variation of the original theme that you come up with. Enjoy the process, have fun with it, but make sure to document everything!
Rhythm, cadence, or flow; whatever you call it, your ad copy needs it! Great ad copy is always simple. Use short simple sentences, "active" verbs, rhyme, puns or wordplay, and maintain a positive attitude. Normally, you should use only active verbs. Be cautious when using "passive" verbs in your ad copy. Rhymes, puns, double meanings, and wordplays make for the most memorable ad copy, but remember, keep it simple. If they don't get it, you don't get it. Another example of good rhythm is "parallel sentence construction". An old but effective use of parallel construction in a headline is: "The Quality Goes In, Before The Name Goes On!" Regardless of the approach you take, ensure the copy has rhythm and flows from one point to the next. Don't jump from point to point, move smoothly from one leading into the next.
I hope this guide will assist you in writing better ad copy. Remember, always do it with style!
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